The world is currently facing the largest refugee crisis since World War II. At the same time, refugees have negative connotations, with the European public's propensity to help being on shaky ground. In this paper, we, therefore, investigate whether increasing public education of the refugee crisis by tackling the most prevalent barriers to support with targeted communication can positively influence a change in public attitudes and behaviours. In doing so, we seek to advise key stakeholders (governments, media and non-profitable organizations) on how to most effectively communicate to the European public about the refugee crisis, in order to increase positive perceptions and drive affirmative action.
The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status of the brand personality in the eyes of consumers. The primary aim of the EuroCA survey, whose findings are presented on the pages that follow, was to scrutinize 30 brands in terms of the brand triad in relation to women in five West European countries. The survey was less concerned to come up with detailed findings for individual brands than to pinpoint the ways in which the brand triad functions, both in general and when applied to specific countries The most significant findings 1. The brand triad functions In Europe, too, the brand triad functions along the lines to be anticipated on the basis of the findings relating to the 5,(XX) brands surveyed in the Communications Analysis. 2. The brand triad differentiates Apart from characteristics peculiar to the brand in question, socio- cultural and historico-geographical criteria relating to a specific brand have an influence on the brand triad. The brand triad facilitates the definition of national, multinational and Eurobrands.
This paper is designed to demonstrate the contribution of a major research programme on decisions about national and local communications policies as well as on the organization of field operations. The paper is subdivided in four parts. Part I details historical backgrounds, trends in automotive marketing and how the research programme developed. Part II of the paper is devoted to the research programme itself. Essential methodology, key elements in the analysis of the results, scale and scope of the investigations are brought forward. Part III indicates the effects the research results had on communications policies, how an advertising campaign was developed and how the procedures and findings created a focal point for organizational changes. Part IV gives clues for future application of these working procedures and path finding methods elsewhere and in other markets.
The child does not only consume and exert influence over the purchases of adults, he is also a reflection of the surrounding society which tends to impose its norms upon him. We can then use the child as a starting point from which to set out the broad outlines of a socio- cultural context.